Change.org — the social network that seeks to connect people around social issues — recently announced a major new addition to its platform. Calling itself the “Ning for nonprofits,” the site now lets nonprofit organizations create “branded networks” that can tap into Change.org’s community of users but retain their own look and feel.

Recently, Micah Sifry and I had a chance to catch up with founder Ben Rattray by phone and learn more. Check out what we learned over at Personal Democracy Forum.